Main takeaways: -The importance of starting with outcomes -A fool-proof method to structuring your thoughts -Why this method leads to successful results

1. www.productschool.com
How to Structure Your Product Thinking
by Booking.com Sr PM

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6. How to structure your product thinking
to excel as a Product Manager
Evie Brockwell

7. Evie Brockwell.
Senior Product Manager | Booking.com

8. Talk outcome.
To help you excel as PMs.

9. How could I help you excel as PMs?
Research My experience My insights

10. Opportunities: how could I help you excel as PMs?
1. Have clear vision, direction and roadmap aligning with business strategy
2. Understand customer problems and prioritise ways to solve these
3. Define goals & metrics and be able to successfully work towards them
& excel in engaging stakeholders and teams to buy into these concepts.

11. So I thought about
topics that could
achieve: helping you
to excel as PMs.

12. How to structure your
product thinking to excel
as a Product Manager.

13. Why this topic?
Opportunities
1. Have clear vision, direction and roadmap aligning with business strategy
2. Understand customer problems and prioritise ways to solve these
3. Define goals & metrics and be able to successfully work towards them
& excel in engaging stakeholders and teams to buy into these concepts.

14. My hypothesis
Based on [research into what makes a
good PM & my own insight].
I believe [improving the structure to your
product thinking] will encourage [new PMs]
to [develop better product concepts and
increase buy-in and engagement from
those they work with].
I will know this is true when I see [PMs have
improved product execution and buy-in]
happen through [qualitative feedback].

15. How do you actually
structure your
product thinking?

16. To achieve [our outcome], we should implement
[idea], as this should improve [this pain point or
opportunity]. Which we know is a problem
because [known evidence].
We will know if we have achieved our outcome by
testing [our hypothesis] and seeing [metric
change].

17. 1.
Start with the
outcome
“Outcomes are the changes in
customer behaviour that affect
our business success. They are
the true measure of the efficacy
of our work and how well we’re
meeting the needs of our
customers and users.”
Jeff Gothelf

18. 1.
Start with the
outcome
“We may ask a vendor to create a
website for us. Our goal might be to
sell more of our products online. The
vendor can make the website, deliver
it on time and on budget .. but it may
not achieve our goal, which is to sell
more of our products online. The
website is the output… But if the
outcome — selling more products —
hasn’t been achieved, then we have
not been successful.”
Jeff Gothelf & Josh Seiden

19. 1.
Start with the
outcome
Your outcome should:
1. Align with business goals
2. Be specific enough
3. Be able to be measured

20. 2.
Understand why
this is currently a
problem
1. Evidence-based research 🕵🏼‍♀
2. Document
opportunities/pain-points 📋
3. Prioritise these 🔢

21. 2. Understand why this is currently a problem

22. 3.
Understand how
this problem can
be solved
Outcome
Pain-point /
opportunity
Idea
Pain-point /
opportunity
Idea Idea

23. 4.
Generate
hypotheses
Based on [evidence].
We believe [X] will encourage
[these users] to [behaviour].
We will know this when we
see [effect] happen to
[metric].

24. 5.
Progress towards
the outcome
Lean-UX framework

25. To achieve [our outcome], we should implement
[idea], as this should improve [this pain point or
opportunity], which we know is a problem
because [evidence].
We will know if we have achieved our outcome by
testing [our hypothesis] and seeing [metric
change].

26. You can use this
structure
everywhere..
1. Outcome: Excel as PMs 👨‍👨‍👦‍👦
2. Opportunities/painpoints ✨
3. Ideas: How to structure your
product thinking💡
4. Hypothesis 👩🏽‍🔬
5. Test & feedback 🧪

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